Arbitrary size content item generation

ABSTRACT

A system for automatically generating a content item may include receiving a content item template having a set of elements for creating a content item and content item data for the set of elements. A placeholder for each element of the set of elements may be generated and a space allocation for each element may be determined based on the generated placeholders for each element. A determination if a conflict exists based on the determined space allocations for each element may be made and, responsive to determining no conflict exists, a content item may be generated using the content item data and the determined space allocations.

CROSS-REFERENCE TO RELATED PATENT APPLICATIONS

This application is a continuation of International Application numberPCT/CN2014/071880, filed Feb. 7, 2014, which is incorporated byreference herein in its entirety.

BACKGROUND

In a networked environment, such as the Internet or other networks,first-party content providers can provide information for publicpresentation on resources, for instance webpages, documents,applications, and/or other resources. The first-party content caninclude text, video, and/or audio information provided by thefirst-party content providers via, for instance, a resource server forpresentation on a client device over the Internet. The first-partycontent may be a webpage requested by the client device or a stand-aloneapplication (e.g., a video game, a chat program, etc.) running on theclient device. Additional third-party content can also be provided bythird-party content providers for presentation on the client devicetogether with the first-party content provided by the first-partycontent providers. For instance, the third-party content may be a publicservice announcement or advertisement that appears in conjunction with arequested resource, such as a webpage (e.g., a search result webpagefrom a search engine, a webpage that includes an online article, awebpage of a social networking service, etc.) or with an application(e.g., an advertisement within a game). Thus, a person viewing aresource can access the first-party content that is the subject of theresource as well as the third-party content that may or may not berelated to the subject matter of the resource.

SUMMARY

Implementations described herein relate to systems and methods togenerate arbitrary sized content items automatically using a given URLand width and height constraints.

One implementation relates to a system for automatically generating acontent item. The system may include one or more processors and one ormore storage devices. The one or more storage devices includesinstructions that cause the one or more processors to perform severaloperations. The operations include receiving a content item templatehaving a set of elements for creating a content item and content itemdata for the set of elements. Each element of the set of elements of thecontent item template may include an index and an anchor. The operationsalso include generating a placeholder for each element of the set ofelements of the content item template and determining a space allocationfor each element of the set of elements based, at least in part, on thegenerated placeholders. The operations further include determining if aconflict exists based on the determined space allocations for eachelement of the set of elements and, responsive to determining noconflict exists, generating a content item using the content item datafor the set of elements and the determined space allocations.

Another implementation relates to a method for automatically generatinga content item. The method includes receiving a landing page URL, afirst dimensional value, and a second dimensional value. The methodfurther includes receiving a content item template having a set ofelements for creating a content item. The method also includesgenerating a placeholder for each element of the set of elements of thecontent item template based, at least in part, on the first dimensionalvalue and the second dimensional value. The method still furtherincludes determining a space allocation for each element of the set ofelements based, at least in part, on the generated placeholders for eachelement of the set of elements. The method yet further includesdetermining if a conflict exists based on the determined spaceallocations for each element of the set of elements and, responsive todetermining no conflict exists, generating a content item using thedetermined space allocations and content item data of a landing pageresource associated with the landing page URL. The method includesdetermining a score for the generated content item based, at least inpart, on the determined space allocations.

Yet a further implementation relates to a computer readable storagedevice storing instructions that, when executed by one or moreprocessors, cause the one or more processors to perform severaloperations. The operations may include receiving a landing page URL, afirst dimensional value, a second dimensional value, and a content itemtemplate having a set of elements for creating a content item. Theoperations also include generating a placeholder for each element of theset of elements of the content item template based, at least in part, onthe first dimensional value and the second dimensional value anddetermining a space allocation for each element of the set of elementsbased, at least in part, on the generated placeholders. Thedetermination of the space allocation for each element of the set ofelements includes determining an initial space allocation for an elementof the set of elements based on a generated placeholder for the element,determining a minimum space allocation for the element of the set ofelements based on the initial space allocation, and incrementing adimension of the determined minimum space allocation for the element ofthe set of elements by a predetermined pixel value. The operations mayfurther include determining if a conflict exists based on the determinedspace allocations for each element of the set of elements and,responsive to determining no conflict exists, generating a content itemusing the determined space allocations and content item data of alanding page resource associated with the landing page URL. Theoperations still further include outputting data to display thegenerated content item responsive to a content item request from aclient device.

BRIEF DESCRIPTION OF THE DRAWINGS

The details of one or more implementations are set forth in theaccompanying drawings and the description below. Other features,aspects, and advantages of the disclosure will become apparent from thedescription, the drawings, and the claims, in which:

FIG. 1 is an overview depicting an implementation of a system ofproviding information via a computer network;

FIG. 2 is a block diagram depicting an implementation of a content itemgeneration system in greater detail and having a layout generator and ascorer;

FIG. 3 is a block diagram depicting an implementation of the layoutgenerator of FIG. 2 in greater detail having a layout parser, an anchormanager, one or more element renderers, a space manager, and a conflictresolver;

FIG. 4 is a block process diagram depicting an implementation of aprocess flow for the layout generator and scorer of FIG. 2 ;

FIG. 5 is a block diagram depicting an implementation of the layoutparser of FIGS. 3-4 ;

FIG. 6 is a block diagram depicting an implementation of the anchormanager of FIGS. 3-4 ;

FIG. 7A is a diagram depicting an implementation of a content itemlayout with a button element defined by an anchor;

FIG. 7B is a diagram depicting the button element of FIG. 7A for aresized content item layout with a fixed pixel reference distance;

FIG. 7C is a diagram depicting the button element of FIG. 7A for aresized content item layout with a relative reference distance;

FIG. 8 is a block diagram depicting an implementation of the one or moreelement renderers of FIGS. 3-4 ;

FIG. 9 is a block diagram depicting an implementation of the spacemanager of FIGS. 3-4 having a growth module;

FIG. 10A is a diagram depicting an implementation of a content itemhaving an initial minimum space allocation for an image element and aninitial minimum space allocation for a text element;

FIG. 10B is a diagram of the content item of FIG. 10A with a final spaceallocation for the image element and a final space allocation for thetext element after applying a growth function of the growth module thespace manager of FIG. 9 ;

FIG. 11 is a block diagram depicting an implementation of the conflictresolver of FIGS. 3-4 ;

FIG. 12 is a flow diagram depicting an implementation of a process forgenerating a content item using the content item generation system ofFIG. 2 ;

FIG. 13 is a block diagram depicting an implementation of a landing pageresource associated with a landing page URL;

FIG. 14A is a block diagram depicting an implementation of a generatedcontent item having first arbitrary dimensions and using a first contentitem template;

FIG. 14B is a block diagram depicting an implementation of anothergenerated content item having second arbitrary dimensions and using thefirst content item template;

FIG. 15A is a block diagram depicting an implementation of a generatedcontent item having third arbitrary dimensions and using a secondcontent item template;

FIG. 15B is a block diagram depicting an implementation of anothergenerated content item having fourth arbitrary dimensions and using thesecond content item template; and

FIG. 16 is a block diagram depicting a general architecture for acomputer system that may be employed to implement various elements ofthe systems and methods described and illustrated herein.

It will be recognized that some or all of the figures are schematicrepresentations for purposes of illustration. The figures are providedfor the purpose of illustrating one or more embodiments with theexplicit understanding that they will not be used to limit the scope orthe meaning of the claims.

DETAILED DESCRIPTION

Following below are more detailed descriptions of various conceptsrelated to, and implementations of, methods, apparatuses, and systemsfor providing information on a computer network. The various conceptsintroduced above and discussed in greater detail below may beimplemented in any of numerous ways as the described concepts are notlimited to any particular manner of implementation. Specificimplementations and applications are provided primarily for illustrativepurposes.

A computing device (e.g., a client device) can view a resource, such asa webpage, a document, an application, etc. In some implementations, thecomputing device may access the resource via the Internet bycommunicating with a server, such as a webpage server, corresponding tothat resource. The resource includes first-party content that is thesubject of the resource from a first-party content provider and may alsoinclude additional third-party provided content, such as advertisementsor other content. In one implementation, responsive to receiving arequest to access a webpage, a webpage server and/or a client device cancommunicate with a data processing system, such as a content itemselection system, to request a content item to be presented with therequested webpage, such as through the execution of code of the resourceto request a third-party content item to be presented with the resource.The content item selection system can select a third-party content itemand provide data to effect presentation of the content item with therequested webpage on a display of the client device. In some instances,the content item is selected and served with a resource associated witha search query response. For instance, a search engine may return searchresults on a search results webpage and may include third-party contentitems related to the search query in one or more content item slots ofthe search results webpage.

The computing device (e.g., a client device) may also be used to view orexecute an application, such as a mobile application. The applicationmay include first-party content that is the subject of the applicationfrom a first-party content provider and may also include additionalthird-party provided content, such as advertisements or other content.In one implementation, responsive to use of the application, a resourceserver and/or a client device can communicate with a data processingsystem, such as a content item selection system, to request a contentitem to be presented with a user interface of the application and/orotherwise. The content item selection system can select a third-partycontent item and provide data to effect presentation of the content itemwith the application on a display of the client device.

In some instances, a device identifier may be associated with the clientdevice. The device identifier may be a randomized number associated withthe client device to identify the device during subsequent requests forresources and/or content items. In some instances, the device identifiermay be configured to store and/or cause the client device to transmitinformation related to the client device to the content item selectionsystem and/or resource server (e.g., values of sensor data, a webbrowser type, an operating system, historical resource requests,historical content item requests, etc.).

In situations in which the systems discussed here collect personalinformation about users, or may make use of personal information, theusers may be provided with an opportunity to control whether programs orfeatures collect user information (e.g., information about a user'ssocial network, social actions or activities, profession, a user'spreferences, or a user's current location), or to control whether and/orhow to receive content from the content server that may be more relevantto the user. In addition, certain data may be treated in one or moreways before it is stored or used, so that personally identifiableinformation is removed. For instance, a user's identity may be treatedso that no personally identifiable information can be determined for theuser, or a user's geographic location may be generalized where locationinformation is obtained (such as to a city, ZIP code, or state level),so that a particular location of a user cannot be determined. Thus, theuser may have control over how information is collected about the userand used by a content server.

A third-party content provider, when providing third-party content itemsfor presentation with requested resources via the Internet or othernetwork, may utilize a content item management service to control orotherwise influence the selection and serving of the third-party contentitems. For instance, a third-party content provider may specifyselection criteria (such as keywords) and corresponding bid values thatare used in the selection of the third-party content items. The bidvalues may be utilized by the content item selection system in anauction to select and serve content items for presentation with aresource. For instance, a third-party content provider may place a bidin the auction that corresponds to an agreement to pay a certain amountof money if a user interacts with the provider's content item (e.g., theprovider agrees to pay $3 if a user clicks on the provider's contentitem). In other instances, a third-party content provider may place abid in the auction that corresponds to an agreement to pay a certainamount of money if the content item is selected and served (e.g., theprovider agrees to pay $0.005 each time a content item is selected andserved or the provider agrees to pay $0.05 each time a content item isselected or clicked). In some instances, the content item selectionsystem uses content item interaction data to determine the performanceof the third-party content provider's content items. For instance, usersmay be more inclined to click on third-party content items on certainwebpages over others. Accordingly, auction bids to place the third-partycontent items may be higher for high-performing webpages, categories ofwebpages, and/or other criteria, while the bids may be lower forlow-performing webpages, categories of webpages, and/or other criteria.

In some instances, one or more performance metrics for the third-partycontent items may be determined and indications of such performancemetrics may be provided to the third-party content provider via a userinterface for the content item management account. For instance, theperformance metrics may include a cost per impression (CPI) or cost perthousand impressions (CPM), where an impression may be counted, forinstance, whenever a content item is selected to be served forpresentation with a resource. In some instances, the performance metricmay include a click-through rate (CTR), defined as the number of clickson the content item divided by the number of impressions. Still otherperformance metrics, such as cost per action (CPA) (where an action maybe clicking on the content item or a link therein, a purchase of aproduct, a referral of the content item, etc.), conversion rate (CVR),cost per click-through (CPC) (counted when a content item is clicked),cost per sale (CPS), cost per lead (CPL), effective CPM (eCPM), and/orother performance metrics may be used.

In some instances, a webpage or other resource (such as, for instance,an application) includes one or more content item slots in which aselected and served third-party content item may be displayed. The code(e.g., JavaScript®, HTML, etc.) defining a content item slot for awebpage or other resource may include instructions to request athird-party content item from the content item selection system to bepresented with the webpage. In some implementations, the code mayinclude an image request having a content item request URL that mayinclude one or more parameters (e.g.,/page/contentitem?devid=abc123devnfo=A34r0). Such parameters may, insome implementations, be encoded strings such as “devid=abc123” and/or“devnfo=A34r0.”

The selection of a third-party content item to be served with theresource by a content item selection system may be based on severalinfluencing factors, such as a predicted click through rate (pCTR), apredicted conversion rate (pCVR), a bid associated with the contentitem, etc. Such influencing factors may be used to generate a value,such as a score, against which other scores for other content items maybe compared by the content item selection system through an auction.

During an auction for a content item slot for a resource, such as awebpage, several different types of bid values may be utilized bythird-party content providers for various third-party content items. Forinstance, an auction may include bids based on whether a user clicks onthe third-party content item, whether a user performs a specific actionbased on the presentation of the third-party content item, whether thethird-party content item is selected and served, and/or other types ofbids. For instance, a bid based on whether the third-party content itemis selected and served may be a lower bid (e.g., $0.005) while a bidbased on whether a user performs a specific action may be a higher bid(e.g., $5). In some instances, the bid may be adjusted to account for aprobability associated with the type of bid and/or adjusted for otherreasons. For instance, the probability of the user performing thespecific action may be low, such as 0.2%, while the probability of theselected and served third-party content item may be 100% (e.g., theselected and served content item will occur if it is selected during theauction, so the bid is unadjusted). Accordingly, a value, such as ascore or an normalized value, may be generated to be used in the auctionbased on the bid value and the probability or another modifying value.The value or score for a bid based on whether the third-party contentitem is selected and served may be $0.005*1.00=0.005 and the value orscore for a bid based on whether a user performs a specific action maybe $5*0.002=0.01. To maximize the income generated, the content itemselection system may select the third-party content item with thehighest value from the auction. In some implementations, the contentitem selection system may select the content item associated with thebid based on whether the user performs the specific action due to thehigher value or score associated with that bid.

Once a third-party content item is selected by the content itemselection system, data to effect presentation of the third-party contentitem on a display of the client device may be provided to the clientdevice using a network.

In some instances, it may be useful to automatically generate contentitems for a third-party content provider using a landing page uniformresource locator (URL), a first dimensional value, and a seconddimensional value. That is, given a landing page of a third-partycontent provider and the dimensions for a content item slot, a contentitem, such as an advertisement, may be automatically generated based onone or more content item templates using the dimensions and content itemdata determined from the landing page URL. In some implementations, thecontent item may be generated on-demand, such as responsive to a requestfor a content item, or the content item may be generated and data forthe content item may be stored in a database or presented in a userinterface to a third-party content provider generating content items.

The landing page URL, first dimensional value, and/or second dimensionalvalue may be received from a client device, a first-party contentprovider, or a third-party content provider. In some instances, thefirst dimensional value and second dimensional value may be receivedfrom a client device in response to the client device requesting aresource of the first-party content provider having a content item slot.The client device may receive data for the first-party resource andtransmit a request for a content item, such as an advertisement,including the first dimensional value and second dimensional value to acontent item selection system. The content item selection system mayselect a third-party content provider and a content item generationsystem may generate a content item using a landing page URL of thethird-party content provider, the first dimensional value, and thesecond dimensional value. The content item selection system may thenoutput data to display the generated content item with the resource ofthe first-party content provider. In other implementations, the firstdimensional value and second dimensional value may be received from thefirst-party content provider in response to a client device requesting aresource of the first-party content provider having a content item slot.

In some implementations, the landing page URL, first dimensional value,and second dimensional value may be received from a third-party contentprovider independent of a client device requesting a resource. Forinstance, a third-party content provider may utilize a content itemgeneration system to generate content items of different sizes to bestored in a database and served responsive to subsequent content itemrequests from a client devices or first-party content providers.

The content item data determined from the landing page URL may bedetermined using a resource renderer capable of interpreting a resourceassociated with the landing page URL and creating a visualrepresentation (e.g., an image, a display, etc.) thereof. For instance,the resource of the landing page URL may include marked-up content(e.g., HTML, XML, image URLs, etc.) as well as formatting information(e.g., CSS, XSL, etc.). The resource renderer may download the marked-upcontent and formatting information and render the resource associatedwith the landing page URL according to World Wide Web Consortium (W3C)standards. The resource renderer may thus create a “snapshot image” ofthe resource associated with the landing page URL and/or construct adocument object model (DOM) tree representing the various components ofthe resource associated with the landing page URL.

In some implementations, the content item data may include image data,color data, text data, logo data, etc. In some implementations, an imagemodule may parse the DOM tree of the resource associated with thelanding page URL to identify and extract images and image metadata(e.g., image URL, display position, display size, alt text, etc.) forthe image data. In some instances, a color module may use the snapshotimage and/or DOM tree of the resource associated with the landing pageURL to select colors for color data for the content item to begenerated. A text module may be configured to automatically generatetextual data for the content item (e.g., a textual description, aheadline, etc.), such as by using the DOM tree or snapshot image of theresource associated with the landing page URL to create a summary of thetext displayed on the resource associated with the landing page URL. Instill further instances, logo data for one or more logos may beextracted using the DOM tree or snapshot image of the resourceassociated with the landing page URL. A logo image may be a trademark, abusiness logo, a product logo, a company logo, or any other imageassociated with a particular product, service, or organization. In someimplementations, the content item data, such as image data, color data,text data, logo data, etc., may be retrieved from a database or receivedfrom a third-party content provider for the generated content item.

The one or more content item templates may be stored in a content itemtemplate database and retrieved responsive to a request for one or morecontent item templates from a content item generation system. Thecontent item templates define the elements and arrangement of elementsfor a content item to be generated from the content item template. Insome implementations, the one or more content item templates may be aconstrained XML configuration file that defines one or more elements ofthe content item template. Each content item template includes at leastone element that is a required element for the content item template.Furthermore, each element of the content item template includes an indexvalue, an element name, and at least two anchors defining thearrangement of the element relative to another element and/or relativeto the content item itself (e.g., a button element may be defined by aright anchor relative to a right edge of the content item and a bottomanchor relative to a bottom edge of the content item). The index valuefor each element may be used to prioritize elements of the content itemtemplate.

An anchor is used to describe a relationship between two elements of thecontent item template or between an element and the content item to begenerated from the content item template. An anchor is defined by areference (e.g., another element or the content item itself), a distance(e.g., a fixed distance such as pixels (px) or a relative distance suchas 10%), a type (e.g., top, bottom, left, or right), and a flexibilityindicator (i.e., whether the position of the anchor is variable orfixed).

Using one or more content item templates and the content item data, acontent item generation system may generate and score content items foreach content item template for a given set of dimensions, such as thefirst dimensional value and the second dimensional value, to maximizespace utilization. The content item generation system may parse a layoutconfiguration file of a content item template to determine layoutelement data for one or more elements of the content item template. Thecontent item generation system may then determine a placeholder for eachelement of the one or more elements based on the anchors of the layoutelement data, the dimensional values for the content item to begenerated, and the content item data. The content item generation systemmay utilize one or more element renderers to determine an initial spaceallocation for each element of the one or more elements based on theplaceholder and whether one or more of the anchors are flexible (i.e.,permits a portion of the space allocation to vary in size). In someinstances, the initial space allocation may be the same as theplaceholder (e.g., if an element is defined by only fixed anchors, thenthe initial space allocation may be the same as the placeholder).

The content item generation system may determine a final spaceallocation for each element of the one or more elements based on theinitial space allocation and modifying any elements with flexibleanchors by using a growth function to expand the initial spaceallocation to maximize the space utilization of the content item. Thecontent item generation system may then determine if any conflicts existfor the content item based on the determined final space allocations.Such conflicts may include overlap of elements, overflow of an elementbeyond the dimensions of the content item, insufficient margin, texttruncation, and/or other content item template-specific conflicts.

If a conflict exists, the content item generation system may eliminatean element from the one or more elements of the content item templateand return to determine the placeholders based on the reduced set ofelements. The element that is removed from the one or more elements maybe based on the index values of the elements (e.g., removing the elementwith the highest index value indicative of the element being lower inimportance to the content item template). In some implementations, theelement determined to be removed may be indicated as a required elementbased on the layout element data. In such an instance, the content itemgeneration system may select a new content item template, parse thetemplate, and proceed to generate a content item using the new template.In other instances, the content item generation system may haltgeneration of the content item and output an error (e.g., if no othercontent item templates may be used).

If no conflict exists, then the content item generation system maydetermine a score for the content item, in some implementations. Thescore for the content item may be based on the number of elements in thegenerated content item compared to the number of elements of the contentitem template, the number of unused pixels, an average number of unusedpixels per vertical or horizontal line, weightings for one or moreelements, etc. In some implementations, the content item generationsystem may generate several content items, each having an associatedscore, and the content item generation system may rank the scores andselect the highest-scoring generated content item. In someimplementations, data to display the selected highest-scoring generatedcontent item may be outputted to a client device to display thegenerated content item with a first-party content provider resource.

In other implementations, data to display the highest-scoring generatedcontent item may be stored in a database to be output at a later time.In still further implementations, all or a subset of the generatedcontent items and the associated scores may be stored in a database. Instill other implementations, data for all a subset of the generatedcontent items and the associated scores may be output to a userinterface of a computing device of the third-party content provider forselection. For instance, the content item generation system may beintegrated into a content item generation user interface for athird-party content provider. Responsive to input of a landing page URLand dimensions for a desired content item from the third-party contentprovider, the content item generation system may output a set ofgenerated content items and associated scores such that the third-partycontent item provider may select a generated content item, even if thegenerated content item does not have the highest score.

While the foregoing has provided an overview of automatically generatinga content item using arbitrary dimensions, the following provides moredetails regarding various implementations.

FIG. 1 is a block diagram of an implementation of a system 100 forproviding information via at least one computer network such as thenetwork 106. The network 106 may include a local area network (LAN),wide area network (WAN), a telephone network, such as the PublicSwitched Telephone Network (PSTN), a wireless link, an intranet, theInternet, or combinations thereof. The system 100 can also include atleast one data processing system, such as a content item selectionsystem 108. The content item selection system 108 can include at leastone logic device, such as a computing device having a data processor, tocommunicate via the network 106, for instance with a resource server104, a client device 110, and/or a third-party content server 102. Thecontent item selection system 108 can include one or more dataprocessors, such as a content placement processor, configured to executeinstructions stored in a memory device to perform one or more operationsdescribed herein. In other words, the one or more data processors andthe memory device of the content item selection system 108 may form aprocessing module. The processor may include a microprocessor, anapplication-specific integrated circuit (ASIC), a field-programmablegate array (FPGA), etc., or combinations thereof. The memory mayinclude, but is not limited to, electronic, optical, magnetic, or anyother storage or transmission device capable of providing processor withprogram instructions. The memory may include a floppy disk, compact discread-only memory (CD-ROM), digital versatile disc (DVD), magnetic disk,memory chip, read-only memory (ROM), random-access memory (RAM),Electrically Erasable Programmable Read-Only Memory (EEPROM), erasableprogrammable read only memory (EPROM), flash memory, optical media, orany other suitable memory from which processor can read instructions.The instructions may include code from any suitable computer programminglanguage such as, but not limited to, C, C++, C#, Java®, JavaScript®,Perl®, HTML, XML, Python®, and Visual Basic®. The processor may processinstructions and output data to effect presentation of one or morecontent items to the resource server 104 and/or the client device 110.In addition to the processing circuit, the content item selection system108 may include one or more databases configured to store data. Thecontent item selection system 108 may also include an interfaceconfigured to receive data via the network 106 and to provide data fromthe content item selection system 108 to any of the other devices on thenetwork 106. The content item selection system 108 can include a server,such as an advertisement server or otherwise.

The content item selection system 108 may include a content itemgeneration system 120. In some implementations, the content itemgeneration system 120 may part of the same system as the content itemselection system 108 or the content item generation system 120 may beseparate from the content item selection system 108. For instance, thecontent item generation system 120 may be a sub-system of the contentitem selection system 108 or the content item generation system 120 maybe a separate system in communication with the content item selectionsystem 108. In implementations where the content item generation system120 is separate from the content item selection system 108, the contentitem generation system 120 may be constructed in a similar manner to thecontent item selection system 108 described herein.

In still further implementations, the content item selection system 108may be omitted and the content item generation system 120 may beconnected to the network 106 to communicate with the third-party contentserver 102, resource server 104, and/or client device 110.

The client device 110 can include one or more devices such as acomputer, laptop, desktop, smart phone, tablet, personal digitalassistant, set-top box for a television set, a smart television, orserver device configured to communicate with other devices via thenetwork 106. The device may be any form of electronic device thatincludes a data processor and a memory. The memory may store machineinstructions that, when executed by a processor, cause the processor toperform one or more of the operations described herein. The memory mayalso store data to effect presentation of one or more resources, contentitems, etc. on the computing device. The processor may include amicroprocessor, an application-specific integrated circuit (ASIC), afield-programmable gate array (FPGA), etc., or combinations thereof. Thememory may include, but is not limited to, electronic, optical,magnetic, or any other storage or transmission device capable ofproviding processor with program instructions. The memory may include afloppy disk, compact disc read-only memory (CD-ROM), digital versatiledisc (DVD), magnetic disk, memory chip, read-only memory (ROM),random-access memory (RAM), Electrically Erasable Programmable Read-OnlyMemory (EEPROM), erasable programmable read only memory (EPROM), flashmemory, optical media, or any other suitable memory from which processorcan read instructions. The instructions may include code from anysuitable computer programming language such as, but not limited to,ActionScript®, C, C++, C#, HTML, Java®, JavaScript®, Perl®, Python®,Visual Basic®, and XML.

The client device 110 can execute a software application (e.g., a webbrowser or other application) to retrieve content from other computingdevices over network 106. Such an application may be configured toretrieve first-party content from a resource server 104. In some cases,an application running on the client device 110 may itself befirst-party content (e.g., a game, a media player, etc.). In oneimplementation, the client device 110 may execute a web browserapplication which provides a browser window on a display of the clientdevice. The web browser application that provides the browser window mayoperate by receiving input of a uniform resource locator (URL), such asa web address, from an input device (e.g., a pointing device, akeyboard, a touch screen, or another form of input device). In response,one or more processors of the client device executing the instructionsfrom the web browser application may request data from another deviceconnected to the network 106 referred to by the URL address (e.g., aresource server 104). The other device may then provide web page dataand/or other data to the client device 110, which causes visual indiciato be displayed by the display of the client device 110. Accordingly,the browser window displays the retrieved first-party content, such asweb pages from various websites, to facilitate user interaction with thefirst-party content.

The resource server 104 can include a computing device, such as aserver, configured to host a resource, such as a web page or otherresource (e.g., articles, comment threads, music, video, graphics,search results, information feeds, etc.). The resource server 104 may bea computer server (e.g., a file transfer protocol (FTP) server, filesharing server, web server, etc.) or a combination of servers (e.g., adata center, a cloud computing platform, etc.). The resource server 104can provide resource data or other content (e.g., text documents, PDFfiles, and other forms of electronic documents) to the client device110. In one implementation, the client device 110 can access theresource server 104 via the network 106 to request data to effectpresentation of a resource of the resource server 104.

One or more third-party content providers may have third-party contentservers 102 to directly or indirectly provide data for third-partycontent items to the content item selection system 108 and/or to othercomputing devices via network 106. The content items may be in anyformat that may be presented on a display of a client device 110, forinstance, graphical, text, image, audio, video, etc. The content itemsmay also be a combination (hybrid) of the formats. The content items maybe banner content items, interstitial content items, pop-up contentitems, rich media content items, hybrid content items, Flash® contentitems, cross-domain iframe content items, etc. The content items mayalso include embedded information such as hyperlinks, metadata, links,machine-executable instructions, annotations, etc. In some instances,the third-party content servers 102 may be integrated into the contentitem selection system 108 and/or the data for the third-party contentitems may be stored in a database of the content item selection system108.

In an implementation, the content item selection system 108 can receive,via the network 106, a request for a content item to present with aresource. The received request may be received from a resource server104, a client device 110, and/or any other computing device. Theresource server 104 may be owned or ran by a first-party contentprovider that may include instructions for the content item selectionsystem 108 to provide third-party content items with one or moreresources of the first-party content provider on the resource server104. In one implementation, the resource may include a web page.

The client device 110 may be a computing device operated by a user(represented by a device identifier), which, when accessing a resourceof the resource server 104, can make a request to the content itemselection system 108 for content items to be presented with theresource, for instance. The content item request can include requestingdevice information (e.g., a web browser type, an operating system type,one or more previous resource requests from the requesting device, oneor more previous content items received by the requesting device, alanguage setting for the requesting device, a geographical location ofthe requesting device, a time of a day at the requesting device, a dayof a week at the requesting device, a day of a month at the requestingdevice, a day of a year at the requesting device, etc.) and resourceinformation (e.g., URL of the requested resource, one or more keywordsof the content of the requested resource, text of the content of theresource, a title of the resource, a category of the resource, a type ofthe resource, etc.). The information that the content item selectionsystem 108 receives can include a HyperText Transfer Protocol (HTTP)cookie which contains a device identifier (e.g., a random number) thatrepresents the client device 110.

In some implementations, the device information and/or the resourceinformation may be appended to a content item request URL (e.g.,contentitem.item/page/contentitem?devid=abc123&devnfo=A34r0). In someimplementations, the device information and/or the resource informationmay be encoded prior to being appended to the content item request URL.The requesting device information and/or the resource information may beutilized by the content item selection system 108 to select third-partycontent items and/or a third-party content provider for a content itemto be served with the requested resource and presented on a display of aclient device 110. As will be described in greater detail below, in someimplementations, the content item generation system 120 may generate oneor more content items responsive to the request for a content item.

In some instances, a resource of a resource server 104 may include asearch engine feature. The search engine feature may receive a searchquery (e.g., a string of text) via an input feature (an input text box,etc.). The search engine may search an index of documents (e.g., otherresources, such as web pages, etc.) for relevant search results based onthe search query. The search results may be transmitted as a secondresource to present the relevant search results, such as a search resultweb page, on a display of a client device 110. The search results mayinclude web page titles, hyperlinks, etc. One or more third-partycontent items may also be presented with the search results in a contentitem slot of the search result web page. Accordingly, the resourceserver 104 and/or the client device 110 may request one or more contentitems from the content item selection system 108 to be presented in thecontent item slot of the search result web page. The content itemrequest may include additional information, such as the user deviceinformation, the resource information, a quantity of content items, aformat for the content items, the search query string, keywords of thesearch query string, information related to the query (e.g., geographiclocation information and/or temporal information), etc. In someimplementations, a delineation may be made between the search resultsand the third-party content items to avert confusion.

In another implementation, the content item generation system 120 may beutilized to generate one or more content items independent of a requestfor a content item (e.g., to pre-generate one or more content items).The content item generation system 120 may generate the one or morecontent items responsive to a request from a third-party contentprovider, such as via the third-party content server 102 and/or a clientdevice 110 of the third-party content provider. In some implementations,the one or more generated content items may be stored in a database tobe selected and served responsive to a subsequent content item request.In some instances, the one or more generated content items may bepresented in a user interface to the third-party content provider suchthat the third-party content provider may select one or more of thegenerated content items to be saved and stored in a database.

While the foregoing has provided an overview of a system 100 forselecting and serving content items to client devices 110 and/orgenerating content items using a content item generation system 120,implementations for generating content items using arbitrary dimensionaldata will now be described in greater detail.

Referring to FIG. 2 , the content item generation system 120 includes alayout generator 200 and a scorer 208. As will be described in greaterdetail in reference to FIGS. 3-11 , the layout generator 200 isconfigured to receive content item generation data, one or more contentitem templates, and content item data to generate one or more contentitems. A scorer 208 is configured to generate a score for the generatedone or more content items. In some implementations, the content itemgeneration system 120 is configured to rank the generated one or morecontent items based on the score and select the highest-scoringgenerated content item. The content item generation system 120 may thentransmit data to display the highest-scoring generated content itemresponsive to the content item generation data from the content itemrequestor 202. In other implementations, the content item generationsystem 120 may store data to display the highest-scoring generatedcontent item in a content item database 210 (shown in phantom). In stillfurther implementations, the content item generation system 120 mayoutput data to display the generated one or more content items and theassociated score. The data to display the generated one or more contentitems and the associated score may be presented in a user interface ofthe content item requestor 202 (or a device in communication therewith).In some implementations, a user of the device of the content itemrequestor 202 may select one or more of the generated content itemsusing the user interface to be stored in a database, such as the contentitem database 210. The generated one or more content items may be HTMLcontent items in some implementations.

The content item generation data may include a first dimensional value,a second dimensional value, and/or a landing page URL from a contentitem requestor 202. In some implementations, the content item requestor202 may be the content item selection system 108 for generating acontent item responsive to a content item request. In otherimplementations, the content item requestor 202 may be a third-partycontent provider generating a content item independent of a content itemrequest.

The content item generation system may transmit the landing page URL toa landing page analysis system 204 for retrieving content item data forgenerating content items. The landing page analysis system 204 mayinclude a resource renderer capable of interpreting a resourceassociated with the landing page URL and creating a visualrepresentation (e.g., an image, a display, etc.) thereof. For instance,the resource of the landing page URL may include marked-up content(e.g., HTML, XML, image URLs, etc.) as well as formatting information(e.g., CSS, XSL, etc.). The resource renderer may download the marked-upcontent and formatting information and render the resource associatedwith the landing page URL according to World Wide Web Consortium (W3C)standards. The resource renderer may thus create a “snapshot image” ofthe resource associated with the landing page URL and/or construct adocument object model (DOM) tree representing the various components ofthe resource associated with the landing page URL.

The snapshot image may be a visual representation of the resourceassociated with the landing page URL. The snapshot image may illustratethe visual appearance of the resource associated with the landing pageURL as presented on a user interface of a client device (e.g., anelectronic display screen, a computer monitor, a touch-sensitivedisplay, etc.) after rendering the resource associated with the landingpage URL. The snapshot image may include color information (e.g., pixelcolor, brightness, saturation, etc.) and style information (e.g., squarecorners, rounded edges, modern, rustic, etc.) for the resourceassociated with the landing page URL. In some implementations, thesnapshot image may be a picture file having any viable file extension(e.g. jpg, .png, .bmp, etc.).

The DOM tree may be a hierarchical model of the resource associated withthe landing page URL. The DOM tree may include image information (e.g.,image URLs, display positions, display sizes, alt text, etc.), fontinformation (e.g., font names, sizes, effects, etc.), color information(e.g., RGB color values, hexadecimal color codes, etc.) and textinformation for the resource associated with the landing page URL. Thelanding page analysis system 204 may store the snapshot image and/or DOMtree in a memory for subsequent use.

In some implementations, the content item data may include image data,color data, text data, logo data, etc. In some implementations, an imagemodule may parse the DOM tree of the resource associated with thelanding page URL to identify and extract images and image metadata(e.g., image URL, display position, display size, alt text, etc.) forthe image data. The image metadata may be used to determine an on-pagesaliency for each image displayed on the resource associated with thelanding page URL. In some implementations, the image module extractsimages and image metadata from other data sources (e.g., a repository ofpreviously-used or approved images, a repository of stock images, etc.).

In some implementations, the image module may analyze the extractedimages to detect the visual content of the images. Detecting visualcontent may include, for instance, determining a location of a salientobject represented in the image, determining a location of text in theimage, and/or determining whether the image can be cropped or processedto improve the visual impact of the image. In some implementations, theimage module analyzes the extracted images to detect the semanticcontent of the images. Detecting semantic content may include, forinstance, identifying an object depicted in an image or a meaningconveyed by an image. The image module may assign one or more labels orkeywords to an image describing the semantic content thereof. The labelsand/or keywords can be used to determine a relevancy of the image to aparticular third-party content item.

The image module may process the images to prepare the images for use ina third-party content item. The image processing may include croppingthe images to emphasize salient objects or to remove text, resizing theimages, formatting the images, or otherwise adjusting the images.

The image module may filter and rank images based on various attributesof the images. The image module may determine a quality score and/oron-page salience score for each of the images. The quality score for animage may indicate an aesthetic appearance of the image based on variousimage attributes. The salience score may indicate a prominence withwhich an extracted image is displayed on the resource associated withthe landing page URL. The image module may discard or filter images thathave a display size less than a threshold display size or a qualityscore less than a threshold quality score. In some implementations, theimage module of the landing page analysis system 204 ranks the imagesbased on the salience scores associated with the images. The imagemodule may select the top ranking image or images for inclusion in thecontent item data.

In some instances, a color module of the landing page analysis system204 may use the snapshot image and/or DOM tree of the resourceassociated with the landing page URL to select colors for the contentitem data. For instance, the color module may select colors for thebackground, headline, description, button background, and/or button textof the content item. The color scheme may include one or more colorscorresponding to the colors displayed on the resource associated withthe landing page URL In some implementations, the color module mayextracts several color clusters from the snapshot image using aclustering technique (e.g., k-means clustering).

A text module may be configured to automatically generate textual datafor the content item (e.g., a textual description, a headline, etc.),such as by using the DOM tree or snapshot image of the resourceassociated with the landing page URL to create a summary of the textdisplayed on the resource associated with the landing page URL. In someimplementations, the text module may retrieve textual data from otherdata sources in addition to or in lieu of the resource associated withthe landing page URL. For instance, text module 216 may receive textualdata from user-created reviews of a business, product, or service. Thereviews may be retrieved from an Internet resource (e.g., website) onwhich users are permitted to post or submit comments, reviews, or othertext related to a particular business, product, or service. In someimplementations, the text module may identify and extract a snippet of areview that includes a positive phrase for inclusion in the content itemdata. In some implementations, the text module may identify a font ofthe text and include data indicative of the font in the content itemdata.

In still further instances, logo data for one or more logos may beextracted using the DOM tree or snapshot image of the resourceassociated with the landing page URL. A logo image may be a trademark, abusiness logo, a product logo, a company logo, or any other imageassociated with a particular product, service, or organization. In someimplementations, the landing page analysis system 204 may query adatabases to identify logo images based on the landing page URL and/or adomain name of the landing page URL such that logo information may bereadily retrieved by specifying a URL.

In some implementations, such as when a third-party content provider isutilizing the content item generation system 120 to generate one or morecontent items independent of a content item request, the third-partycontent provider may transmit content item data to the content itemgeneration system 120 such that the landing page analysis system 204does not analyze a resource associated with the landing page URL todetermine and retrieve content item data.

Still referring to FIG. 2 , the content item generation system 120receives one or more content item templates from a content item templatedatabase 206. The content item templates define the elements andarrangement of elements for a content item to be generated from thecontent item template. In some implementations, the one or more contentitem templates may be a constrained XML configuration file that definesone or more elements of the content item template. Each content itemtemplate includes at least one element that is a required element forthe content item template. Furthermore, each element of the content itemtemplate includes an index value, an element name, and at least twoanchors (at least one left or right anchor and at least one top orbottom anchor) defining the arrangement of the element relative toanother element and/or relative to the content item itself (e.g., abutton element may be defined by a right anchor relative to a right edgeof the content item and a bottom anchor relative to a bottom edge of thecontent item). The index value for each element may be used toprioritize elements of the content item template. The content itemtemplates and anchors will be described in greater detail in referenceto FIGS. 5-7C.

In some implementations, the content item generation system 120 mayretrieve all of the content item templates from the content itemtemplate database 206 as a set of content item templates. In otherimplementations, the content item generation system 120 may filter thecontent item templates of the content item template database 206 for asubset of content item templates.

In some implementations, the content item generation system 120 may usethe first dimensional value and the second dimensional value todetermine the set of content item templates to generate content items.For instance, if the first dimensional value is 580 pixels (i.e., 580pixels in width) and the second dimensional value is 100 pixels (i.e.,100 pixels in height), then a content item template having verticallystacked image, text, logo, and button elements (such as shown in FIGS.14C-14D) may not be suitable for such dimensions. Accordingly, thecontent item generation system 120 may exclude such a content itemtemplate from the set of content item templates retrieved from thecontent item template database 206. In some implementations, the contentitem templates may be annotated with one or more values indicative of aminimum and/or maximum aspect ratio for a generated content item fromthe content item template. The content item generation system 120 maydetermine a ratio of the first dimensional value to the seconddimensional value and use the determined ratio to filter content itemtemplates for which the determined ratio is below the minimum aspectratio or above the maximum aspect ratio. Thus, content item templateswhich may be less useful for the first dimensional value and seconddimensional value may be excluded.

In some implementations, the content item templates may be filteredbased on the content item data in addition to or in lieu of thedimensional value filtering. For instance, if the content item data doesnot include text data, then the content item generation system 120 mayretrieve only content item templates that do not include a text element.The content item templates may be annotated with one or more valuesindicative of the elements included in the content item template forsuch filtering.

Using the content item generation data, the set of one or more contentitem templates, and the content item data, the layout generator 200generates one or more content items as described in greater detailherein.

Referring to FIG. 3 , the layout generator 200 includes a layout parser220, an anchor manager 222, one or more element renderers 224, a spacemanager 226, and a conflict resolver 228. The layout parser 220 receivesa content item template and parses the content item template into one ormore layout elements and associated data for the one or more layoutelements (e.g., anchor data, element name, index value, requirementindicator, etc.). The layout parser 220 will be described in greaterdetail in reference to FIG. 5 .

The anchor manager 222 receives a set of one or more parsed layoutelements and associated data and determines a placeholder for each ofthe set of one or more parsed layout elements based on the associateddata for the one or more elements, the first dimensional value andsecond dimensional value, and the content item data. The placeholder isthe maximum space that an element can occupy in the content item basedon the anchors for the element, the dimensions of the content item to begenerated, and the content item data to be used to populate the element.Because some elements may depend from other elements based on theanchors, the anchor manager 222 performs a topological sorting todetermine an order in which to determine the placeholders for the one ormore elements. That is, if an element, such as a logo element, includesan anchor referencing another element, such as a button element, thenthe placeholder for the button element may need to be determined priorto determining the placeholder for logo element. If the button elementfurther includes an anchor to another element, such as an image element,then the placeholder for the image element may need to be determinedprior either of the placeholders for the button element or the logoelement. Thus, a topological sorting is performed to sort the layoutelements based on their anchor dependencies. A placeholder for eachelement of the sorted list of elements may be determined using theanchor manager 222. The anchor manager 222 outputs the placeholders foreach element to a corresponding element renderer 224. The anchor manager222 will be described in greater detail in reference to FIGS. 6-7C.

The element renderers 224 receive the placeholders for eachcorresponding element and determine an initial space allocation based onthe placeholder and the flexibility of one or more anchors for eachelement. The element renderers 224 may include an image elementrenderer, a text element renderer, and a button element renderer. Theinitial space allocation is the space an element can occupy in thelayout of the content item based on the placeholder and subject to theflexibility of one or more anchors of the element. In someimplementations, an image analyzer 230 (shown in FIG. 4 ), may be usedwith an image element renderer 224 to determine salient portions of animage and/or perform smart cropping of an image to determine the initialspace allocation. The element renderers 224 will be described in greaterdetail in reference to FIG. 8 .

The space manager 226 receives the initial space allocations from theone or more element renderers 224 and determines a final spaceallocation for each element for the generated content item. The spacemanager 226 determines a final space allocation for each element havingonly fixed anchors based on the corresponding initial space allocation,determines a minimum space allocation for each element with one or moreflexible anchors based on the corresponding initial space allocation,and modifies the space allocation of each element with one or moreflexible anchors using a growth function to utilize any remaining space.The space manager 226 will be described in greater detail in referenceto FIGS. 9-10B.

The conflict resolver 228 receives the final space allocations for theone or more elements of the content item and determines if any conflictsexist based on the final space allocations. Such conflicts may includeoverlap of elements, overflow of an element beyond the dimensions of thecontent item, insufficient margin, text truncation, and/or other contentitem template-specific conflicts. If a conflict exists, then theconflict resolver 228 may eliminate an element from the set of one ormore elements and return the new set of elements to the anchor manager222 to determine the placeholders based on the new set of elements. Theelement that is removed from the one or more elements may be based onthe index values of the elements (e.g., removing the element with thehighest index value indicative of the element being lower in importanceto the content item template). In some implementations, if the elementdetermined to be removed is indicated as a required element, then theconflict resolver 228 may send data to the layout parser 220 to parse anew content item template from the set of content item templates or theconflict resolver 228 may halt generation of the content item and outputan error (e.g., if no other content item templates may be used). In someimplementations, the conflict resolver 228 may receive one or more rulesfor the conflicts from a conflict system 232 (shown in FIG. 4 ). Theconflict system 232 may include a margin definer to define a marginneeded for each element based on the content item size. The conflictsystem 232 may further include conflict rules defining when texttruncation may occur based on the content item size and/or other contentitem template-specific conflict rules.

FIG. 4 depicts an overview of a process diagram of an implementation ofa process flow for the layout generator 200 and scorer 208 of FIG. 2 .The details of the process flow will be described in greater detail inreference to FIGS. 5-11 .

Referring the FIG. 5 , the layout parser 220 receives a set of one ormore layout templates from a content item template database 206. Acontent item template defines one or more elements and an arrangement ofthe one or more elements for a content item to be generated from thecontent item template. In some implementations, the one or more contentitem templates may be constrained XML configuration files that defineone or more elements of a corresponding content item template. In otherimplementations, other mark-up languages may be used for the one or morecontent item templates. Each content item template includes at least oneelement that is a required element for the content item template.Furthermore, each element of the content item template includes an indexvalue, an element name, and at least two anchors defining thearrangement of the element relative to another element and/or relativeto the content item itself. The index value for each element may be usedto prioritize elements of the content item template.

An implementation of a content item template XML configuration file fora banner-type content item may include elements for a product imageelement, a button element, a logo element, and a headline element. Sucha content item template XML configuration file may be defined by thefollowing:

Element name=“productimage” index=“1” required=“true” anchorreference=“contentitem” type=“left” distance=“0 px” anchorreference=“contentitem” type=“top” distance=“0 px” anchorreference=“contentitem” type=“bottom” distance=“0 px” /Element Elementname=“button” index=“3” anchor reference=“logo” type=“right”distance=“20 px” anchor reference=“contentitem” type=“bottom”distance=“20 px” /Element Element name=“logo” index=“4” anchorreference=“contentitem” type=“right” distance=“20 px” anchorreference=“contentitem” type=“bottom” distance=“20 px” /Element Elementname=“headline” index=“2” anchor reference=“product” type=“left”distance=“10 px” anchor reference=“logo” type=“bottom” distance=“10 px”anchor reference=“contentitem” type=“right” distance=“10 px” anchorreference=“contentitem” type=“top” distance=“10 px” /ElementThe content items 900, 920 shown in FIGS. 14A-14B may be generated basedon the foregoing content item template XML configuration file. Thelayout parser 220 may receive the content item template XMLconfiguration file and parse the file into four elements: the productimage element, the button element, the logo element, and the headlineelement. The layout parser 220 may also parse the element names, indexvalues, associated anchors, and/or whether the element is required. Thelayout parser 220 then sends a set of parsed layout elements andassociated data to the anchor manager 222.

Referring to FIG. 6 , the anchor manager 222 receives the set of parsedlayout elements and associated data, the first dimensional value andsecond dimensional value, and the content item data. The anchor manager222 is configured to determine a placeholder for each of the one or moreparsed layout elements based on the associated data for the one or moreelements, the first dimensional value and the second dimensional value,and the content item data. The placeholder is the maximum space that anelement can occupy in the content item. Because some elements may dependfrom other elements based on the anchors, the anchor manager 222performs a topological sorting to determine an order in which todetermine the placeholders for the one or more elements. That is, if anelement, such as a logo element, includes an anchor referencing anotherelement, such as a button element, then the placeholder for the buttonelement may need to be determined prior to determining the placeholderfor logo element. In some instances, the topological sorting may alsoutilize the index values to determine which placeholder to determine iftwo or more elements are not dependent upon other elements or depend onelements for which a placeholder has already been determined.

An anchor is used to describe a relationship between two elements of thecontent item template or between an element and the content item to begenerated from the content item template. An anchor is defined by areference (e.g., another element or the content item itself), a distance(e.g., a fixed distance, such as pixels (px), or a relative size of thereference, such as 10% of the size of the content item), a type (e.g.,an edge of the element from which the distance to the reference ismeasured, such as top, bottom, left, or right), and a flexibilityindicator (i.e., a value indicative of whether the position of theanchor is variable or fixed). In some implementations, if theflexibility indicator is omitted, then the anchor defaults to a fixedanchor. If an anchor is fixed, then the anchor cannot be modified evenif the element overlaps another element, exceeds the dimensional size ofthe content item, etc. In such instances, the conflict resolver 228 willdetect the conflict, as will be described in greater detail below inreference to FIG. 11 . If the anchor is a flexible anchor, then thatside of a space allocation for the element may vary in size. Forinstance, if a content item template includes two anchors (e.g., a leftand right anchor) for a logo element that are both flexible, then, aswill be discussed in greater detail later in reference to the spacemanager 226, the space manager 226 will increase the space allocation ofthe logo to fit the maximum width possible of a placeholder for the logoelement. If the space manager 226 cannot increase the space allocationof the logo to the maximum width of the placeholder for the logo, thenspace manager 226 will fit the logo element in the center of theplaceholder and return the extra space to buffer for other elements ofthe content item.

FIGS. 7A-7C depict an illustration of a content item 300 including abutton element 310 that has an arrangement in the layout of the contentitem 300 defined by a first anchor and a second anchor. A representationof the first anchor 320 and a representation of the second anchor 330are shown. If the first anchor is defined by:

anchor reference=“contentitem” type=“right” distance=“10 px”

then the right side of the button element 310 is positioned 10 pixelsfrom the right side of the content item 100. Referring to FIG. 7B, ifthe content item 300 is decreased in size, then the right side of thebutton element 310 remains 10 pixels from the right side of the contentitem 300 even if the content item size is changed. If the right anchoris instead defined by:

anchor reference=“contentitem” type=“right” distance“0.2”

then the right side of the button element 310 is positioned at adistance 20% of the size of the content item 300 from the right side ofthe content item 300. Referring to FIG. 7C, if the content item 300 issimilarly decreased in size, then the distance of the right side of thebutton element 310 is similarly decreased from the right side of thecontent item 300 to maintain the 20% distance.

Referring back to FIG. 6 and to the implementation of a content itemtemplate XML configuration file for a banner-type content item above,the parsed product image element includes a name “productimage,” anindex value of 1, and a Boolean value indicating the product imageelement is required for the content item template. The parsed productimage element arrangement for the content item template is defined bythree anchors. A first anchor has a reference to the content itemitself, has a type of left, and a distance of zero pixels. Thus, theleft side of the product image element is “anchored” to the left side ofthe content item. Similarly, the second anchor has a reference to thecontent item itself, has a type of top, and a distance of zero pixels.Thus, the top side of the product image element is “anchored” to the topside of the content item. The third anchor has a reference to thecontent item itself, has a type of bottom, and a distance of zeropixels. Thus, the bottom side of the product image element is “anchored”to the bottom side of the content item. The product image element doesnot include a right side anchor, so the position of the right side ofthe product image element is dependent upon the image data from thecontent item data.

The parsed button element includes a name “button” and an index value of3. The button element is not required as no Boolean value indicates thatthe button element is required. That is, if no value indicates that theelement is required, then the element defaults to a non-requiredelement. The button element arrangement for the content item template isdefined by two anchors. A first anchor has a reference to the parsedlogo element, has a type of right, and a distance of 20 pixels. Thus,the right side of the button element is “anchored” on the right side ofthe button element 20 pixels from the logo element. The second anchorhas a reference to the content item itself, has a type of bottom, and adistance of 20 pixels. Thus, the bottom side of the button element is“anchored” on the bottom side of the button element 20 pixels from thebottom of the content item. The button element does not include a leftside anchor or a top side anchor.

The parsed logo element includes a name “logo” and an index value of 4.The logo element is not required as no Boolean value indicates that thelogo element is required. The logo element arrangement for the contentitem template is defined by two anchors. A first anchor has a referenceto the content item itself, has a type of right, and a distance of 20pixels. Thus, the right side of the logo element is “anchored” on theright side 20 pixels from the right side of the content item. Similarly,the second anchor has a reference to the content item itself, has a typeof bottom, and a distance of 20 pixels. Thus, the bottom side of thelogo element is “anchored” on the bottom side 20 pixels from the bottomside of the content item. The logo element does not include a left sideanchor or a top side anchor.

The parsed headline element includes a name “headline” and an indexvalue of 2. The headline element is not required as no Boolean valueindicates that the headline element is required. The parsed headlineelement arrangement for the content item template is defined by fouranchors. A first anchor has a reference to the product image element,has a type of left, and a distance of 10 pixels. Thus, the left side ofthe headline element is “anchored” on the left side 10 pixels from theleft side of the product image element. The second anchor has areference to the logo element, has a type of bottom, and a distance of10 pixels. Thus, the bottom side of the headline element is “anchored”on the bottom side 10 pixels from the top side of the logo element. Thethird anchor has a reference to the content item itself, has a type ofright, and a distance of 10 pixels. Thus, the right side of the headlineelement is “anchored” on the right side 10 pixels from the right side ofthe content item. The fourth anchor has a reference to the content itemitself, has a type of top, and a distance of 10 pixels. Thus, the topside of the headline element is “anchored” on the top side 10 pixelsfrom the top side of the content item.

Based on the dependency of the anchors, the topological sortingperformed by the anchor manager 222 may determine that the product imageelement placeholder may be determined first based on the index value forthe product image element. The logo element placeholder may bedetermined second based on the higher index value relative to theproduct image element index value. The headline element placeholder maybe determined third based on the higher index value relative to thebutton element index value. Finally, the button element placeholder maybe determined fourth.

The anchor manager 222 may determine the placeholders for each elementbased on the topological sorting. For a content item to be generatedhaving a first dimensional value of 200 pixels wide and a seconddimensional value of 200 pixels high and the image data for the productimage element has dimensions of 100 pixels wide by 200 pixels high, thenthe anchor manager 222 can determine a placeholder for the product imageelement as {left:0, top:0, bottom:200, right:100}. If the image data forthe logo image element has dimensions of 30 pixels wide by 30 pixelshigh, then the anchor manager 222 can determine a placeholder for thelogo image element as {left:150, top:150, bottom:180, right:180}. Theanchor manager 222 can determine a placeholder for the headline elementas {left:110, top:10, bottom:140, right:190}. Finally, if a button for a200 pixel by 200 pixel content item is a 30 pixel by 20 pixel button,then the anchor manager 222 can determine a placeholder for the buttonelement as {left:130, top:160, bottom 180, right:130}. The anchormanager 222 sends the generated placeholders for each element to acorresponding element renderer 224.

Referring to FIG. 8 , the element renderers 224 receive the placeholderfor each corresponding element from the anchor manager 222 and determinean initial space allocation based on the placeholder and/or theflexibility of one or more anchors for each element. The elementrenderers 224 may include image element renderers, text elementrenderers, and button element renderers.

An image element renderer 224 may be allocated for each image element ofa content item template. An image element renderer 224 determines aninitial space allocation for a corresponding image element of thecontent item. If all anchors of the image element are fixed, then theimage element renderer 224 will determine the initial space allocationis the same as the placeholder and an image for the image element willfill in the area of the initial space allocation.

If one or more anchors of the image element are flexible and one or moreanchors are fixed, then the initial space allocation will be determinedbased on the original aspect ratio and size of an image for the imageelement. For instance, the image renderer 224 may limit the change inaspect ratio of the image to a predetermined range, such as 0.8,inclusive to 1.25, inclusive. For instance, if an image element has aplaceholder of {left:0, top:0, bottom:200, right:100} and the rightanchor is flexible, then the initial space allocation may be determinedto be {left:0, top:0, bottom:200, right:[80, 125]}, where the width maybe the range of 80 pixels, inclusive, to 125 pixels, inclusive. A finalwidth value or location of the right side of the image element maysubsequently be determined by the space manager 226 for a final spaceallocation.

If all the anchors of the image element are flexible, then the initialspace allocation may include ranges for defining the position of theimage element and the image is positioned in the center of the initialspace allocation.

A text element renderer 224 may be allocated for each text element of acontent item template. A text element renderer 224 determines an initialspace allocation for a corresponding text element of the content itemtemplate. If all anchors of the text element are fixed, then the initialspace allocation for the text element is the same as the correspondingplaceholder for the text element. If one or more anchors of the textelement are flexible, then the determined initial space allocation mayinclude a range based on a minimum font size and a maximum font size.The minimum font size and the maximum font size may be based on the sizeof the content item to be generated.

A button element renderer 224 may be allocated for each button elementof a content item template. A button element renderer 224 determines aninitial space allocation for a corresponding button element of thecontent item template. In some implementations, the placeholder, initialspace allocation, and final space allocation for a button may be thesame predetermined size based on the first dimensional value and thesecond dimensional value (e.g., predetermined sizes for buttons may beused). In other implementations, if all anchors of the button elementare fixed, then the initial space allocation for the button element isthe same as the corresponding placeholder for the button element. If oneor more anchors of the button element are flexible, then the flexibledimensions of the determined initial space allocation may be linearlyscaled with the flexible dimensions of one or more of the otherelements, such as an image element or a text element.

The initial space allocations for each element of the content itemtemplate may be sent to the space manager 226 to determine a final spaceallocation for content item to be generated.

Referring to FIG. 9 , the space manager 226 receives the initial spaceallocations from the element renderers 224 to determine a final spaceallocation for each element. For each element having a fixed initialspace allocation (e.g., {left:0, top:0, bottom:100, right:100} having noranges), the space manager 226 determines a final space allocation asthe same as the corresponding initial space allocation. For each elementhaving a flexible anchor, the space manager 226 determines a minimumspace allocation for each element based on the corresponding initialspace allocation minimum range value or values and then modifies thespace allocation of each element using a growth function of a growthmodule 250 to utilize any remaining space. That is, if all the elementsfit for the minimal range value of the corresponding initial spaceallocation, then the space manager 226 uses a growth function of thegrowth module 250 for each element to increment a dimension of the spaceallocation of each element having a flexible anchor by one pixel eachiteration until the dimensions of the space allocations cannotincremented further without overlapping another element. The growthfunction may increment each element in sequence based on an index valueof the element and the type of element. That is, the growth functionwill increment the dimensions of an element with a flexible anchorhaving the lowest index value first, then the dimensions of an elementhaving the next lowest index value, etc. until all elements havingflexible anchors have been incremented. In some implementations, if theindex values are equal, then the growth function may prioritize imageelements over text elements and text elements over button elements. Thegrowth function iterates through the elements having flexible anchorsuntil the dimensions of the space allocations cannot incremented furtherwithout overlapping another element.

FIGS. 10A-10B depict an application of the growth function of the growthmodule 250 for a content item 400 having two elements, an image element410 and a text element 420. The image element 410 includes a flexibleright anchor and the text element 420 includes a flexible left anchorand a flexible right anchor. For the content item 400 to be generatedhaving a first dimensional value of 250 pixels wide and a seconddimensional value of 100 pixels high, an initial space allocationdetermined for the image element 410 by an image element renderer 224may be {left:0, top:0, bottom:100, right:[100,120]} and an initial spaceallocation determined for the text element 420 by a text elementrenderer 224 may be {left:[120-140], top:0, bottom:100,right:[230,250]}. FIG. 10A depicts the image element 410 positioned inthe content item 400 for the minimal right range value of 100 from thecorresponding initial space allocation determined by the image elementrenderer 224 and the text element 420 positioned in the content item 400for the minimal left range value of 140 and the minimal right rangevalue of 230 from the corresponding initial space allocation determinedby the text element renderer 224. Applying the growth function of thegrowth module 250, the right range value of the image element may beincremented by one pixel to a value of 101, the left range value of thetext element 420 may be incremented by one pixel to a value of 139, andthe right range value of the text element 420 may be incremented by onepixel to a value of 231. The growth function may iterate through eachsingle pixel increment until the final space allocation for the imageelement 410 is {left:0, top:0, bottom:100, right:120} and the finalspace allocation for the text element 420 is {left:120, top:0,bottom:100, right:250}, as shown in FIG. 10B.

Once the final space allocations for the one or more elements have beendetermined by the space manager 226, the final space allocations aresent to the conflict resolver 228.

Referring to FIG. 11 , the conflict resolver 228 receives the finalspace allocations and determines if any conflicts exist based on thefinal space allocations. Such conflicts may include overlap of elements,overflow of an element beyond the dimensions of the content item,insufficient margin, text truncation, and/or other content itemtemplate-specific conflicts. The conflict resolver 228 may compare thevalues of each final space allocation to determine whether a portion ofthe final space allocation of one element overlaps a portion of thefinal space allocation of another element. The conflict resolver 228 maycompare the values of each final space allocation to the firstdimensional value and the second dimensional value to determine whethera final space allocation exceeds a dimensional value of the content itemto be generated such that the element overflows the dimensions of thecontent item. In some implementations, the conflict resolver 228 may addone or more margin values to the final space allocations and compare thefinal margin-increased space allocations to determine whetherinsufficient margin exists. In some instances, the conflict resolver 228may receive a calculated margin value from a conflict system 232 (shownin FIG. 4 ) based on a content item size. In still furtherimplementations, the conflict resolver 228 may determine whether one ormore words in a text element is truncated. In still otherimplementations, the conflict resolver 228 may apply other content itemtemplate-specific rules received from the conflict system 232.

If a conflict exists, then the conflict resolver 228 may eliminate anelement from the set of one or more elements and return a new, reducedset of elements to the anchor manager 222 to determine the placeholdersbased on the new set of elements. The element that is removed from theone or more elements may be based on the index values of the elements(e.g., removing the element with the highest index value indicative ofthe element being lower in importance to the content item template). Insome implementations, if the element determined to be removed isindicated as a required element, then the conflict resolver 228 may senddata to the layout parser 220 to parse a new content item template fromthe set of content item templates or the conflict resolver 228 may haltgeneration of the content item and output an error (e.g., if no othercontent item templates may be used).

If no conflict exists, then the conflict resolver 228 may pass the datafor the content item and final space allocations to the scorer 208. Thescorer 208 may determine a score for the content item based on the finalspace allocations. The score for the content item may be based on thenumber of elements in the generated content item compared to the numberof elements of the content item template (e.g., if a content itemtemplate has 4 elements and the generated content item can only use 3because of conflicts, the score may be decreased), the number of unusedpixels (e.g., total pixels occupied by elements divided by the totalpixels of the content item), an average number of unused pixels pervertical or horizontal line, and/or weightings for one or more elements(e.g., an eliminated image element may have a higher weighting,resulting in a lower score, than an eliminated text element with a lowerweighting).

The process of layouts for content items and elements may be performedfor several content item templates from a set of content item templatesand a score for each generated content item layout may be determined. Insome implementations, the content item generation system 120 may rankthe scores and select the highest-scoring generated content item. Insome implementations, the content item generation system 120 outputsdata to display the selected highest-scoring generated content item tocontent item requestor 202 or to a content item database 210 to bestored.

FIG. 12 depicts an implementation of a process 500 for generating acontent item based on a landing page URL, a first dimensional value, anda second dimensional value implemented by the content item generationsystem 120. The process 500 includes receiving a landing page URL, afirst dimensional value, and a second dimensional value (block 502). Thelanding page URL, first dimensional value, and second dimensional valuemay be received from a client device, a first-party content provider, ora third-party content provider. In some instances, the first dimensionalvalue and second dimensional value may be received from a client devicein response to the client device requesting a resource of thefirst-party content provider having a content item slot. In otherimplementations, the first dimensional value and second dimensionalvalue may be received from the first-party content provider in responseto a client device requesting a resource of the first-party contentprovider having a content item slot. In some implementations, thelanding page URL, first dimensional value, and second dimensional valuemay be received from a third-party content provider independent of aclient device requesting a resource. For instance, a third-party contentprovider may utilize a content item generation system to generatecontent items of different sizes to be stored in a database and servedresponsive to subsequent content item requests from a client devices orfirst-party content providers. Content item data may be determined fromthe landing page URL by a landing page analysis system.

The process 500 may further include receiving a content item templatehaving a set of elements (block 504). A content item generation systemmay retrieve all of the content item templates from the content itemtemplate database as a set of content item templates or a subset ofcontent item templates may be retrieved from the content item templatedatabase. In still further implementations, a selected content itemtemplate may be retrieved from the database o received from athird-party content provider.

The process 500 may further include generating a placeholder for eachelement (block 506). The generated placeholder for each element may begenerated by an anchor manager based on the associated data for the oneor more elements, such as anchors, the first dimensional value andsecond dimensional value, and the content item data.

The process 500 further includes determining a space allocation for eachelement based on the generated placeholders (block 508). In someimplementations, an initial space allocation may be determined by anelement renderer using a placeholder for each element and, in someinstances, the flexibility of one or more anchors for each element. Afinal space allocation may be determined by a space manager. The finalspace allocation may include using a growth function to increment adimension of a minimum initial space allocation for one or more elementshaving a flexible anchor.

The process 500 includes determining if a conflict exists based on thedetermined space allocations for each element (block 510). A conflictresolver may determine is an overlap conflict, an overflow conflict, aninsufficient margin conflict, a text truncation conflict, and/or othercontent item template-specific conflicts exist. If a conflict exists,then the conflict resolver may eliminate an element from the set of oneor more elements and return the new set of elements to the anchormanager to determine the placeholders based on the new set of elements.The element that is removed from the one or more elements may be basedon the index values of the elements (e.g., removing the element with thehighest index value indicative of the element being lower in importanceto the content item template). In some implementations, if the elementdetermined to be removed is indicated as a required element, then theconflict resolver may send data to the layout parser to parse a newcontent item template from the set of content item templates or theconflict resolver may halt generation of the content item and output anerror (e.g., if no other content item templates may be used).

The process 500 further includes generating a content item using databased on the landing page URL and the determined space allocationsresponsive to determining no conflict exists (block 512).

In some implementations, the process 500 may further include determininga score for the generated content item (block 514). The score for thegenerated content item may be based on the number of elements in thegenerated content item compared to the number of elements of the contentitem template, the number of unused pixels, an average number of unusedpixels per vertical or horizontal line, and/or weightings for one ormore elements.

In some further implementations, the process 500 may still furtherinclude outputting data to display the generated content item (block516). In some implementations, the data to display the generated contentitem may be transmitted to a client device responsive to a request fromthe client device. In other implementations, the data to display thegenerated content item may be outputted to a database to store thegenerated content item.

In some implementations, the time complexity of the process 500 may beM*N{circumflex over ( )}2, where M is the number of content itemtemplates and N is the number of elements.

FIG. 13 depicts an example of a landing page resource 600 associatedwith a landing page URL. The landing page resource 600 includes a logoimage 602, textual portions 604, 606, 608, 610, 612, images 614, 616,618, 620, 622, 624, 626, and a menu portion 628. In someimplementations, the landing page analysis system 204 may include aresource renderer capable of interpreting the landing page resource 600associated with the landing page URL and creating a visualrepresentation (e.g., an image, a display, etc.) thereof. The resourcerenderer may create a “snapshot image” of the landing page resource 600associated with the landing page URL and/or construct a document objectmodel (DOM) tree representing the various components of the landing pageresource 600 associated with the landing page URL. In someimplementations, the landing page analysis system 204 may extractcontent item data including the logo image 602, textual portion 604, andimage 614.

FIGS. 14A-15B depict implementations of generated content items usingcontent item templates, arbitrary dimensional values for the firstdimensional value and second dimensional value, and the extractedcontent item data from the landing page resource 600. FIG. 14A depicts agenerated content item 700 having a first dimensional value of 680pixels and a second dimensional value of 160 pixels and using a firstcontent item template. The generated content item 700 includes the logoimage 602, textual portion 604, image 614, and a button 702. FIG. 14Bdepicts a generated content item 710 having a first dimensional value of580 pixels and a second dimensional value of 250 pixels and using thefirst content item template. The generated content item 710 includes thelogo image 602, textual portion 604, image 614, and the button 702. FIG.15A depicts a generated content item 800 having a first dimensionalvalue of 380 pixels and a second dimensional value of 350 pixels andusing a second content item template. The generated content item 800includes the logo image 602, textual portion 604, image 614, and thebutton 702. FIG. 15B depicts a generated content item 810 having a firstdimensional value of 280 pixels and a second dimensional value of 450pixels and using the second content item template. The generated contentitem 810 includes the logo image 602, textual portion 604, image 614,and the button 702.

FIG. 16 is a block diagram of a computer system 900 that can be used toimplement the client device 110, content item selection system 108,third-party content server 102, resource server 104, etc. The computingsystem 900 includes a bus 905 or other communication component forcommunicating information and a processor 910 coupled to the bus 905 forprocessing information. The computing system 900 can also include one ormore processors 910 coupled to the bus for processing information. Thecomputing system 900 also includes main memory 915, such as a RAM orother dynamic storage device, coupled to the bus 905 for storinginformation, and instructions to be executed by the processor 910. Mainmemory 915 can also be used for storing position information, temporaryvariables, or other intermediate information during execution ofinstructions by the processor 910. The computing system 900 may furtherinclude a ROM 920 or other static storage device coupled to the bus 905for storing static information and instructions for the processor 910. Astorage device 925, such as a solid state device, magnetic disk oroptical disk, is coupled to the bus 905 for persistently storinginformation and instructions. Computing device 900 may include, but isnot limited to, digital computers, such as laptops, desktops,workstations, personal digital assistants, servers, blade servers,mainframes, cellular telephones, smart phones, mobile computing devices(e.g., a notepad, e-reader, etc.) etc.

The computing system 900 may be coupled via the bus 905 to a display935, such as a Liquid Crystal Display (LCD), Thin-Film-Transistor LCD(TFT), an Organic Light Emitting Diode (OLED) display, LED display,Electronic Paper display, Plasma Display Panel (PDP), and/or otherdisplay, etc., for displaying information to a user. An input device930, such as a keyboard including alphanumeric and other keys, may becoupled to the bus 905 for communicating information and commandselections to the processor 910. In another implementation, the inputdevice 930 may be integrated with the display 935, such as in a touchscreen display. The input device 930 can include a cursor control, suchas a mouse, a trackball, or cursor direction keys, for communicatingdirection information and command selections to the processor 910 andfor controlling cursor movement on the display 935.

According to various implementations, the processes and/or methodsdescribed herein can be implemented by the computing system 900 inresponse to the processor 910 executing an arrangement of instructionscontained in main memory 915. Such instructions can be read into mainmemory 915 from another computer-readable medium, such as the storagedevice 925. Execution of the arrangement of instructions contained inmain memory 915 causes the computing system 900 to perform theillustrative processes and/or method steps described herein. One or moreprocessors in a multi-processing arrangement may also be employed toexecute the instructions contained in main memory 915. In alternativeimplementations, hard-wired circuitry may be used in place of or incombination with software instructions to effect illustrativeimplementations. Thus, implementations are not limited to any specificcombination of hardware circuitry and software.

Although an implementation of a computing system 900 has been describedin reference to FIG. 16 , implementations of the subject matter and thefunctional operations described in this specification can be implementedin other types of digital electronic circuitry, or in computer software,firmware, or hardware, including the structures disclosed in thisspecification and their structural equivalents, or in combinations ofone or more of them.

Implementations of the subject matter and the operations described inthis specification can be implemented in digital electronic circuitry,or in computer software embodied on a tangible medium, firmware, orhardware, including the structures disclosed in this specification andtheir structural equivalents, or in combinations of one or more of them.The subject matter described in this specification can be implemented asone or more computer programs, i.e., one or more modules of computerprogram instructions, encoded on one or more computer storage media forexecution by, or to control the operation of, data processing apparatus.Alternatively or in addition, the program instructions can be encoded onan artificially-generated propagated signal, e.g., a machine-generatedelectrical, optical, or electromagnetic signal that is generated toencode information for transmission to suitable receiver apparatus forexecution by a data processing apparatus. A computer storage medium canbe, or be included in, a computer-readable storage device, acomputer-readable storage substrate, a random or serial access memoryarray or device, or a combination of one or more of them. Moreover,while a computer storage medium is not a propagated signal, a computerstorage medium can be a source or destination of computer programinstructions encoded in an artificially-generated propagated signal. Thecomputer storage medium can also be, or be included in, one or moreseparate components or media (e.g., multiple CDs, disks, or otherstorage devices). Accordingly, the computer storage medium is bothtangible and non-transitory.

The operations described in this specification can be performed by adata processing apparatus on data stored on one or morecomputer-readable storage devices or received from other sources.

The terms “data processing apparatus,” “computing device,” or“processing circuit” encompass all kinds of apparatus, devices, andmachines for processing data, including a programmable processor, acomputer, a system on a chip, or multiple ones, a portion of aprogrammed processor, or combinations of the foregoing. The apparatuscan include special purpose logic circuitry, e.g., an FPGA or an ASIC.The apparatus can also include, in addition to hardware, code thatcreates an execution environment for the computer program in question,e.g., code that constitutes processor firmware, a protocol stack, adatabase management system, an operating system, a cross-platformruntime environment, a virtual machine, or a combination of one or moreof them. The apparatus and execution environment can realize variousdifferent computing model infrastructures, such as web services,distributed computing and grid computing infrastructures.

A computer program (also known as a program, software, softwareapplication, script, or code) can be written in any form of programminglanguage, including compiled or interpreted languages, declarative orprocedural languages, and it can be deployed in any form, including as astand-alone program or as a module, component, subroutine, object, orother unit suitable for use in a computing environment. A computerprogram may, but need not, correspond to a file in a file system. Aprogram can be stored in a portion of a file that holds other programsor data (e.g., one or more scripts stored in a markup languagedocument), in a single file dedicated to the program in question, or inmultiple coordinated files (e.g., files that store one or more modules,sub-programs, or portions of code). A computer program can be deployedto be executed on one computer or on multiple computers that are locatedat one site or distributed across multiple sites and interconnected by acommunication network.

Processors suitable for the execution of a computer program include, forinstance, both general and special purpose microprocessors, and any oneor more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read-only memory ora random access memory or both. The essential elements of a computer area processor for performing actions in accordance with instructions andone or more memory devices for storing instructions and data. Generally,a computer will also include, or be operatively coupled to receive datafrom or transfer data to, or both, one or more mass storage devices forstoring data, e.g., magnetic, magneto-optical disks, or optical disks.However, a computer need not have such devices. Moreover, a computer canbe embedded in another device, e.g., a mobile telephone, a personaldigital assistant (PDA), a mobile audio or video player, a game console,a Global Positioning System (GPS) receiver, or a portable storage device(e.g., a universal serial bus (USB) flash drive), to name just a few.Devices suitable for storing computer program instructions and datainclude all forms of non-volatile memory, media and memory devices,including, for instance, semiconductor memory devices, e.g., EPROM,EEPROM, and flash memory devices; magnetic disks, e.g., internal harddisks or removable disks; magneto-optical disks; and CD-ROM and DVDdisks. The processor and the memory can be supplemented by, orincorporated in, special purpose logic circuitry.

To provide for interaction with a user, implementations of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD monitor,for displaying information to the user and a keyboard and a pointingdevice, e.g., a mouse or a trackball, by which the user can provideinput to the computer. Other kinds of devices can be used to provide forinteraction with a user as well; for instance, feedback provided to theuser can be any form of sensory feedback, e.g., visual feedback,auditory feedback, or tactile feedback; and input from the user can bereceived in any form, including acoustic, speech, or tactile input.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of what may beclaimed, but rather as descriptions of features specific to particularimplementations. Certain features described in this specification in thecontext of separate implementations can also be implemented incombination in a single implementation. Conversely, various featuresdescribed in the context of a single implementation can also beimplemented in multiple implementations separately or in any suitablesubcombination. Moreover, although features may be described above asacting in certain combinations and even initially claimed as such, oneor more features from a claimed combination can in some cases be excisedfrom the combination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the implementations described above should not beunderstood as requiring such separation in all implementations, and itshould be understood that the described program components and systemscan generally be integrated in a single software product or packagedinto multiple software products embodied on tangible media.

References to “or” may be construed as inclusive so that any termsdescribed using “or” may indicate any of a single, more than one, andall of the described terms.

Thus, particular implementations of the subject matter have beendescribed. Other implementations are within the scope of the followingclaims. In some cases, the actions recited in the claims can beperformed in a different order and still achieve desirable results. Inaddition, the processes depicted in the accompanying figures do notnecessarily require the particular order shown, or sequential order, toachieve desirable results. In certain implementations, multitasking andparallel processing may be advantageous.

The claims should not be read as limited to the described order orelements unless stated to that effect. It should be understood thatvarious changes in form and detail may be made by one of ordinary skillin the art without departing from the spirit and scope of the appendedclaims. All implementations that come within the spirit and scope of thefollowing claims and equivalents thereto are claimed.

What is claimed is:
 1. A system for automatically generating a contentitem comprising: one or more processors; and one or more storage devicesstoring instructions that, when executed by the one or more processors,cause the one or more processors to perform operations comprising:receiving, from a client device, a request for a content item; receivinga content item template having a set of elements for creating a contentitem and content item data for the set of elements, wherein each elementof the set of elements of the content item template comprises an indexindicative of element priority and an anchor; generating a placeholderfor each element of the set of elements of the content item template,wherein the placeholder for each element of the set of elementsindicates a space allocation in the template for the respective elementof the set of elements; selecting a space allocation for each element ofthe set of elements based, at least in part, on the generatedplaceholders for each element of the set of elements by iteratively:incrementing a value of a dimension of a first space allocation inpixels of a first element of the set of elements; identifying that aportion of the first space allocation of the first element of the set ofelements overlaps a portion of a second space allocation in pixels of asecond element of the set of elements based on incrementing the value ofthe dimension of the first space allocation of the first element of theset of elements; updating the first space allocation of the firstelement of the set of elements responsive to identifying that theportion of the first space allocation of the first element of the set ofelements overlaps the portion of the second space allocation of thesecond element of the set of elements, by removing the second elementfrom the set of elements based on a comparison of a first index for thefirst element and a second index for the second element indicating thata first element priority of the first element exceeds a second elementpriority of the second element; and generating the content item usingthe content item data for the set of elements and the updated firstspace allocation of the first element of the set of elements; andoutputting data to display the content item on the client deviceresponsive to receiving the request for the content item.
 2. The systemof claim 1, wherein the anchor comprises an anchor reference, a type,and a distance in pixels.
 3. The system of claim 2, wherein the anchorreference is a second element of the set of elements of the content itemtemplate or the content item.
 4. The system of claim 2, wherein the typeis a direction relative to the content item.
 5. The system of claim 2,wherein the distance is a predetermined value or a relative valuerelative to the content item.
 6. The system of claim 2, wherein theanchor further comprises a flexibility indicator.
 7. The system of claim1, wherein an element of the set of elements of the content itemtemplate further comprises a requirement indicator.
 8. The system ofclaim 1, wherein generating the placeholder for each element of the setof elements comprises: sorting the set of elements based on the index ofeach element of the set of elements.
 9. The system of claim 1, whereingenerating the placeholder for each element of the set of elementscomprises: determining a left value, a top value, a right value, and abottom value for the each element of the set of elements based, at leastin part, on the anchor associated with the each element.
 10. The systemof claim 1, wherein determining a space allocation for each element ofthe set of elements comprises: determining an initial space allocationin pixels for an element of the set of elements based on a generatedplaceholder for the element; determining a minimum space allocation inpixels for the element of the set of elements based on the initial spaceallocation; and incrementing a dimension of the determined minimum spaceallocation for the element of the set of elements by a predeterminedpixel value.
 11. The system of claim 1, wherein determining if aconflict exists comprises determining if an element of the set ofelements exceeds a dimension of the content item based on the determinedspace allocation of the element.
 12. The system of claim 1, wherein theone or more storage devices stores instructions that, when executed bythe one or more processors, cause the one or more processors to performoperations further comprising: removing an element from the set ofelements based on the conflict to create a second set of elements;generating a second placeholder for each element of the second set ofelements of the content item template; determining a second spaceallocation for each element of the second set of elements based, atleast in part, on the generated second placeholders for each element ofthe second set of elements; and determining if a conflict exists basedon the determined second space allocations for each element of thesecond set of elements.
 13. A method for automatically generating acontent item comprising: receiving, at one or more data processors, alanding page uniform resource locator (URL), a first dimensional valuein pixels, and a second dimensional value in pixels; receiving, at oneor more data processors, a content item template having a set ofelements for creating a content item; generating, using the one or moredata processors, a placeholder for each element of the set of elementsof the content item template based, at least in part, on the firstdimensional value and the second dimensional value, wherein theplaceholder for each element of the set of elements indicates a spaceallocation in the template for the respective element of the set ofelements, each element comprising an index indicative of elementpriority; selecting, using the one or more data processors, a spaceallocation for each element of the set of elements based, at least inpart, on the generated placeholders for each element of the set ofelements by iteratively: incrementing a value of a dimension of a firstspace allocation in pixels of a first element of the set of elements;identifying that a portion of the first space allocation of the firstelement of the set of elements overlaps a portion of a second spaceallocation in pixels of a second element of the set of elements based onincrementing the value of the dimension of the first space allocation ofthe first element of the set of elements; updating, using the one ormore data processors, the first space allocation of the first element ofthe set of elements responsive to identifying that the portion of thefirst space allocation of the first element of the set of elementsoverlaps the portion of the second space allocation of the secondelement of the set of elements, by removing the second element from theset of elements based on a comparison of a first index for the firstelement and a second index for the second element indicating that afirst element priority of the first element exceeds a second elementpriority of the second element; generating, using the one or moreprocessors, a content item using the updated space allocation for the atleast one element of the set of elements and content item data of alanding page resource associated with the landing page URL; anddetermining, using the one or more data processors, a score for thegenerated content item based, at least in part, on the updated firstspace allocation of the first element of the set of elements.
 14. Themethod of claim 13, wherein each element of the set of elements of thecontent item template comprises an anchor.
 15. The method of claim 13,wherein each element of the set of elements of the content item templatecomprises an anchor, wherein the anchor comprises an anchor reference, atype, and a distance in pixels.
 16. The method of claim 13, furthercomprising detecting the conflict based on an overflow conflict, aninsufficient margin conflict, or a text truncation conflict.
 17. Themethod of claim 13, wherein the score is a first score and the generatedcontent item is a first generated content item, the method furthercomprising: determining, using one or more data processors, a secondscore for a second generated content item based, at least in part, onsecond determined space allocations for each element of a second set ofelements; comparing, using one or more data processors, the first scoreand the second score; and selecting, using one or more data processors,the first generated content item or the second generated content itembased, at least in part, on the compared first score and second score.18. The method of claim 13, wherein determining a space allocation foreach element of the set of elements comprises: determining, using one ormore data processors, an initial space allocation for an element of theset of elements based on a generated placeholder for the element;determining, using one or more data processors, a minimum spaceallocation for the element of the set of elements based on the initialspace allocation; and incrementing, using one or more data processors, adimension of the determined minimum space allocation for the element ofthe set of elements by a predetermined pixel value.
 19. A computerreadable storage device storing instructions that, when executed by oneor more processors, cause the one or more processors to performoperations comprising: receiving a landing page uniform resource locator(URL), a first dimensional value, a second dimensional value, and acontent item template having a set of elements for creating a contentitem; generating a placeholder for each element of the set of elementsof the content item template based, at least in part, on the firstdimensional value and the second dimensional value, wherein theplaceholder for each element of the set of elements indicates a spaceallocation in pixels in the template for the respective element of theset of elements, each element comprising an index indicative of elementpriority; selecting a space allocation for each element of the set ofelements based, at least in part, on the generated placeholders for eachelement of the set of elements, wherein determining a space allocationfor each element of the set of elements comprises iteratively:determining an initial space allocation in pixels for an element of theset of elements based on a generated placeholder for the element,determining a minimum space allocation in pixels for the element of theset of elements based on the initial space allocation, and incrementinga value of a dimension of the determined minimum space allocation forthe element of the set of elements by a predetermined pixel value;identifying that a portion of a first space allocation of a firstelement of the set of elements overlaps a portion of a second spaceallocation of a second element of the set of elements based onincrementing the value of the dimension of the first space allocation ofthe first element of the set of elements; updating the first spaceallocation of the first element of the set of elements responsive toidentifying that the portion of the first space allocation of the firstelement of the set of elements overlaps the portion of the second spaceallocation of the second element of the set of elements, by removing thesecond element from the set of elements based on a comparison of a firstindex for the first element and a second index for the second elementindicating that a first element priority of the first element exceeds asecond element priority of the second element; and generating a contentitem using the updated first space allocation of the first element ofthe set of elements and content item data of a landing page resourceassociated with the landing page URL responsive to determining noconflict exists; and outputting data to display the generated contentitem responsive to a content item request from a client device.